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Improving Retail Digital Shopping Offerings

Rob Mason
Applause

Retailers continue to grapple with challenges wrought by the pandemic and its after effects: supply chain woes, difficulty staffing positions, surging inflation and more. And just as they had to do as a result of the pandemic, retailers continue to depend upon digital interactions to attract, maintain and retain consumers.

In fact, people around the world spent more than 100 billion hours in shopping apps in 2021, an 18% increase from 2020. While that eye-popping number is impressive enough on its own, it takes on even more significance when you consider that most of the world was locked down during the bulk of 2020. Yet even as restrictions were relaxed during 2021, people continued to turn to digital alternatives for their retail needs.

But shoppers expect a great deal from their digital retail interactions. Research shows that almost 90% of consumers will leave a trusted brand after only two unsatisfactory experiences, and 17% of consumers will abandon a purchase after just one negative experience. Moreover, half of consumers abandon apps after just one day, which not only hurts a retailer's app store rankings but also results in lost revenue.


But building strong customer relationships via digital channels is no simple task for retailers given the seemingly endless number of digital platforms, devices, payment methods and technologies available today. So how can today's retailers ensure their digital offerings overcome these challenges and attract and retain the valuable customers they desperately need?

According to The State of Digital Quality In Retail 2022, the answer is that retailers need testing strategies to ensure their digital retail experiences are seamless, easy to use, intuitive, inclusive and localized. Specifically, the report calls out a number of issues that are concerning for retailers, including:

Workflow errors are the most common flaw on retail sites

These functional errors account for almost 75% of all functional test bugs, with the overall result that consumers can't complete tasks they're attempting – things like adding things to the cart or accessing chatbots for assistance. Combating these issues requires retailers to research and develop test plans that take advantage of the valuable data they have about their customer, and those tests should be based on data from actual customers.

Accessibility has to be a primary focus and not an afterthought

The World Health Organization estimates that more than 1 billion people – or about 15% of the world's population – live with some form of disability. The report shows that 72% of all accessibility bugs relate to screen readers, which means customers can't navigate or discern what's on the page. Combating these types of issues requires retailers to utilize a variety of testing approaches to ensure customers can complete tasks, and those tests should be conducted by people with disabilities to ensure digital experiences are accessible to everyone.

Localization testing is vital for expansion into new markets

Shoppers want experiences in their local languages, yet 63% of bugs are related to poor and missing translations. Addressing localization errors requires retailers to validate translations in context with in-market speakers, and to research and understand cultural nuances.

Functional errors account for 89% of payment testing bugs

And those errors mean that orders and payments didn't go through for a number of reasons, including issues with particular payment instruments, merchants or capture devices. As such, retailers must focus on ensuring the payment methods most used by customers work properly, and include functionalities like refunds, promotional offers and discounts.

There's no question that digital retail interactions will continue to grow and evolve as people increasingly turn to devices for their shopping needs. Providing high-quality digital experiences is vital for retailers that want to attract and retain customers and protect their brand's reputation. By conducting comprehensive testing, retailers can identify ways to improve digital quality, and ensure better shopping experiences that are accessible to all.

Rob Mason is CTO of Applause

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Improving Retail Digital Shopping Offerings

Rob Mason
Applause

Retailers continue to grapple with challenges wrought by the pandemic and its after effects: supply chain woes, difficulty staffing positions, surging inflation and more. And just as they had to do as a result of the pandemic, retailers continue to depend upon digital interactions to attract, maintain and retain consumers.

In fact, people around the world spent more than 100 billion hours in shopping apps in 2021, an 18% increase from 2020. While that eye-popping number is impressive enough on its own, it takes on even more significance when you consider that most of the world was locked down during the bulk of 2020. Yet even as restrictions were relaxed during 2021, people continued to turn to digital alternatives for their retail needs.

But shoppers expect a great deal from their digital retail interactions. Research shows that almost 90% of consumers will leave a trusted brand after only two unsatisfactory experiences, and 17% of consumers will abandon a purchase after just one negative experience. Moreover, half of consumers abandon apps after just one day, which not only hurts a retailer's app store rankings but also results in lost revenue.


But building strong customer relationships via digital channels is no simple task for retailers given the seemingly endless number of digital platforms, devices, payment methods and technologies available today. So how can today's retailers ensure their digital offerings overcome these challenges and attract and retain the valuable customers they desperately need?

According to The State of Digital Quality In Retail 2022, the answer is that retailers need testing strategies to ensure their digital retail experiences are seamless, easy to use, intuitive, inclusive and localized. Specifically, the report calls out a number of issues that are concerning for retailers, including:

Workflow errors are the most common flaw on retail sites

These functional errors account for almost 75% of all functional test bugs, with the overall result that consumers can't complete tasks they're attempting – things like adding things to the cart or accessing chatbots for assistance. Combating these issues requires retailers to research and develop test plans that take advantage of the valuable data they have about their customer, and those tests should be based on data from actual customers.

Accessibility has to be a primary focus and not an afterthought

The World Health Organization estimates that more than 1 billion people – or about 15% of the world's population – live with some form of disability. The report shows that 72% of all accessibility bugs relate to screen readers, which means customers can't navigate or discern what's on the page. Combating these types of issues requires retailers to utilize a variety of testing approaches to ensure customers can complete tasks, and those tests should be conducted by people with disabilities to ensure digital experiences are accessible to everyone.

Localization testing is vital for expansion into new markets

Shoppers want experiences in their local languages, yet 63% of bugs are related to poor and missing translations. Addressing localization errors requires retailers to validate translations in context with in-market speakers, and to research and understand cultural nuances.

Functional errors account for 89% of payment testing bugs

And those errors mean that orders and payments didn't go through for a number of reasons, including issues with particular payment instruments, merchants or capture devices. As such, retailers must focus on ensuring the payment methods most used by customers work properly, and include functionalities like refunds, promotional offers and discounts.

There's no question that digital retail interactions will continue to grow and evolve as people increasingly turn to devices for their shopping needs. Providing high-quality digital experiences is vital for retailers that want to attract and retain customers and protect their brand's reputation. By conducting comprehensive testing, retailers can identify ways to improve digital quality, and ensure better shopping experiences that are accessible to all.

Rob Mason is CTO of Applause

Hot Topics

The Latest

According to Auvik's 2025 IT Trends Report, 60% of IT professionals feel at least moderately burned out on the job, with 43% stating that their workload is contributing to work stress. At the same time, many IT professionals are naming AI and machine learning as key areas they'd most like to upskill ...

Businesses that face downtime or outages risk financial and reputational damage, as well as reducing partner, shareholder, and customer trust. One of the major challenges that enterprises face is implementing a robust business continuity plan. What's the solution? The answer may lie in disaster recovery tactics such as truly immutable storage and regular disaster recovery testing ...

IT spending is expected to jump nearly 10% in 2025, and organizations are now facing pressure to manage costs without slowing down critical functions like observability. To meet the challenge, leaders are turning to smarter, more cost effective business strategies. Enter stage right: OpenTelemetry, the missing piece of the puzzle that is no longer just an option but rather a strategic advantage ...

Amidst the threat of cyberhacks and data breaches, companies install several security measures to keep their business safely afloat. These measures aim to protect businesses, employees, and crucial data. Yet, employees perceive them as burdensome. Frustrated with complex logins, slow access, and constant security checks, workers decide to completely bypass all security set-ups ...

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In MEAN TIME TO INSIGHT Episode 13, Shamus McGillicuddy, VP of Research, Network Infrastructure and Operations, at EMA discusses hybrid multi-cloud networking strategy ... 

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In 2025, enterprise workflows are undergoing a seismic shift. Propelled by breakthroughs in generative AI (GenAI), large language models (LLMs), and natural language processing (NLP), a new paradigm is emerging — agentic AI. This technology is not just automating tasks; it's reimagining how organizations make decisions, engage customers, and operate at scale ...

In the early days of the cloud revolution, business leaders perceived cloud services as a means of sidelining IT organizations. IT was too slow, too expensive, or incapable of supporting new technologies. With a team of developers, line of business managers could deploy new applications and services in the cloud. IT has been fighting to retake control ever since. Today, IT is back in the driver's seat, according to new research by Enterprise Management Associates (EMA) ...

In today's fast-paced and increasingly complex network environments, Network Operations Centers (NOCs) are the backbone of ensuring continuous uptime, smooth service delivery, and rapid issue resolution. However, the challenges faced by NOC teams are only growing. In a recent study, 78% state network complexity has grown significantly over the last few years while 84% regularly learn about network issues from users. It is imperative we adopt a new approach to managing today's network experiences ...

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